3 Valentine’s Day Psychology Lessons for the Male-Targeted Holiday

Sure, everything is pink and covered in roses. But from the marketer’s perspective, Valentine’s Day is a male-targeted holiday. According to the National Retail Federation, the average male will spend $175.61 this Valentine’s season on gifts, jewelry, roses, chocolate, dates and more. Compare that figure to the average female, who will spend $88.78. While Valentine’s appears to be (and is) a female-centric holiday on the surface, it’s actually the men, in most relationships, who turn the wheels of commerce. Or is it? Who’s calling the shots, anyway? Men spend nearly twice as much as women do on Valentine’s, but does